General Pants is one of Australia's leading youth brands. The purpose of our Gen P campaign was to reposition GP as a brand that remains relevant Gen Z amongst an oversaturated market. Gen P represents a diverse generation with a mix of ethnicity, gender, sexuality and age. As the time of the 'influencer' fades, they're now united by their individuality.

This campaign took over all General Pants channels including stores, social and OOH. A series of individual portraits were taken to show the spectrum of diversity among our customers. The design rollout included posters, window displays, social assets, EDMs and site take over.